2021年剑桥商务英语考试考前预测试题.docVIP

2021年剑桥商务英语考试(初级)考前预测试题 SPEAKINGPART FOUR：Questions 16-2251、回答51-57题：With over 1,000 published newspaper articles, three successful books and his current job as Chairman of his own marketing consultancy; Swan Partners, Richard Swan is well qualified to lecture on marketing. At the industrys recent annual conference, he focused his talk on Customer Relationship Marketing (CRM).According to Swan, existing customers are between, three and eight times more likely to buy than a non-customer with the same profile, so increasing customer loyalty is important: if you record the measurements of someones jeans,next time you can offer them a pair that fit exactly; note which hotel guestsask for ice in their drinks and produce it next time they visit. Although it is essential for effective CRM to record customer information on a good computer database, the real skill is in interpreting what your customers tell you and knowing what promises they think you have made.Swan believes that success requires an equal mix of market research, delivering what the customer expects, finding any weak areas in the system and asking customers for their after sales opinions and suggestions. But he wants, approach CRM with care. If you cant measure customer response, then its better to keep to more traditional marketing methods. In addition to being an author, Richard Swan is actively involved in the business wodd.A．RightB．WrongC．Doesnt say 52、 Swan Partners are the market leaders in delivering CRM.A．RightB．WrongC．Doesnt say 53、 One aspect of Swans talk was to explain the advantages of developing a solid customer base.A．RightB．WrongC．Doesnt say 54、 Swan believes the CRM approach is best suited to service industries.A．RightB．WrongC．Doesnt say 55、 Having the right technology is the most important component of successful CRM.A．RightB．WrongC．Doesnt say 56、 In Swans opinion, achiieving company growth depends on a combination of several factors. A．RightB．WrongC．Doesnt say